| 摘要: | 隨著生活品質提高，周休二日制的實施，人們對休閒活動的需求增加，運動休閒產業的發展也隨之崛起。廿世紀運動產業年營收額高達五千億美元的經濟影響力，已令華爾街刮目相看。同時，在西元2000年，運動產業已成為美國第六大型產業。而在運動產業的發展中，職業運動更扮演如火車頭的角色，帶領整個運動產業的發展。 職業運動是以營利為目的，舉辦運動競賽吸引社會大眾產生商業交易之行為，以門票收入、轉播權利金、周邊產品的銷售為其主要的營收來源。其中最著名的莫過於北美地區的四大職業運動：NBA、MLB、NHL、NFL。 而對職業運動來說，其最主要的消費者莫過於該運動的愛好者以及球迷。過去在運動消費的相關研究中，已有不少學者針對消費者（球迷）的觀點，探討球迷對職業球隊的態度，如球隊認同感，對於球迷的行為，如觀看比賽時的情緒、是否到現場觀看球賽、是否購買周邊產品等的影響。 本研究延續先前學者的腳步，依據Fisher及Wakefield（1998）的研究中對影響球迷球隊認同感之因素的探討，與球隊認同對球迷支持球隊之行為表現的影響，以及Kwon，Trail及James（2007）的研究中，對球隊認同感、球迷對印有球隊logo服飾的知覺價值與購買意圖的探討，做進一步的延伸，以球隊認同感與球迷對職業球隊周邊產品之知覺價值作為本研究的核心，探討影響球迷購買職業球隊周邊產品之因素。 本研究以實證方式進行，研究對象為台灣地區之職業運動球迷。選擇的職業運動為在台灣轉播歷史最悠久、知名度最高之美國NBA職業籃球聯賽。以消費者（球迷）的角度來探討影響職業運動球隊周邊產品購買之因素，期望為職業運動的經營者及行銷人員，提供一個參考之依據。 The globalization of professional sport brings huge amounts of business and economical influences. The professional sport here means “engaging in making profit for purpose, holding sport games attracting people to create commercial exchange that includes sales of game tickets, game broadcast license fees, and sales of team-licensed merchandise.” Take NBA（National Basketball Association） for example, there were 212 countries, and over 139 TV companies broadcasting NBA games in 2003-2004 season. And sales of NBA team-licensed merchandise are more than ＄5 billions per year. Sales of team-licensed merchandise are one of the main incomes of professional sport. In 1997 sales of licensed sport merchandise reached ＄11.3 billions, and in 2003 the sales improved at the professional and college levels, reaching ＄12.7 billions（Kwon, Trail & James, 2007）. In addition, sales of team-licensed merchandise take place not only in domestic area during the race season, but also wherever broadcasting the games at any time. However, there are not many studies aiming at factors influencing sales of professional sport team-licensed merchandise in the light of consumer opinions. The purpose of this study is to investigate factors influencing consumers to buy professional sport team-licensed merchandise. By using the theoretical framework proposed by Fisher & Wakefield（1998） and Kwon, Trail & James（2007）, this paper investigates factors influencing the sport fans’ team identification and perceived value to professional sport team-licensed merchandise, as well as the relationship between fans’ team identification, perceived value to professional sport team-licensed merchandise and the purchasing intention to sport team-licensed merchandise. Empirical study is applied to investigate NBA fans in Taiwan through a web questionnaire as well. In the light of consumer opinions, this research discusses factors influencing fans’ perception to the professional teams and their licensed merchandise, and hopes to provide suggestions to the owners running professional sport as well as the marketers of professional sport. |
